This article was originally posted at Wired Innovation Insights, May 20, 2014

Smartphones have become the first screen for a growing number of people. As a result, these devices are well on their way to becoming the primary channel for brands to communicate with consumers. In a short period of time, marketing messages and formats have evolved to take advantage of mobile’s unique location capabilities, touch screens and preeminent role for delivering “snackable” advertising moments through native ad formats, streaming video and sophisticated rich media. Marketing’s move to mobile has raised a legitimate question: who is going to foot the bill for delivering all this content over mobile data networks that require significant investment to maintain and expand?